2. Intro to IgnitionOne
500+ Global Clients
$1B+ Digital Media Managed
150 employees in 7 global offices
Trusted technologies in use over 10
years
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3. IgnitionOne’s Unique Three Step Method to
Closed Loop Search Optimization
A decade of behavioral scoring
CONNECT heritage from Netmining applied to
search and display
Eights years of search portfolio
PERFORM optimization heritage from
SearchIgnite
CONVERT Proprietary cross channel attribution and
scoring system fully built into the platform
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5. The only technology in the market that closes the loop
by optimizing search based on 100% of your visitor data
74
493 592 $22
500
377 611
20 $16 59
800 $18
18 23 $37 111 $18
90 80 103
$25
548 79 8 $16
72 $71
222 364 $23
94 782 14
800 $44 5% Converters
40
204 $3
98
739 $11 $16 $5
84
321 $50
95% Non converters173
173
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6. Fan Page: People coming directly from the
Fan Page to the website
Paid Click: People coming directly from
paid ads on Facebook to the website
Viral Click: People coming directly from any
other Facebook page other than the Fan
Page or a paid advertisement to the website
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7. Percent New Avg Time on Avg Exit Avg Score Avg Page
Users Site Score Delta Views
FB Fan Page 74.1% 164 20 15 4
FB Viral Link 69.5% 170 23 16 6
FB Paid Click 84.0% 142 12 10 3
Paid Facebook ads were more effective than other sources
at delivering new visitors to the site compared to other
viral/organic sources.
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8. Percent New Avg Time on Avg Exit Avg Score Avg Page
Users Site Score Delta Views
FB Fan Page 74.1% 164 20 15 4
FB Viral Link 69.5% 170 23 16 6
FB Paid Click 84.0% 142 12 10 3
Viral Facebook sources delivered visitors who spent ~ 3
minutes on the site compared to organic and 28 more
seconds compared to paid ads.
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9. Percent New Avg Time on Avg Exit Avg Score Avg Page
Users Site Score Delta Views
FB Fan Page 74.1% 164 20 15 4
FB Viral Link 69.5% 170 23 16 6
FB Paid Click 84.0% 142 12 10 3
The average exit score from the visit overall was nearly
twice as effective when coming from organic/viral sources
compared to paid ads.
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10. Percent New Avg Time on Avg Exit Avg Score Avg Page
Users Site Score Delta Views
FB Fan Page 74.1% 164 20 15 4
FB Viral Link 69.5% 170 23 16 6
FB Paid Click 84.0% 142 12 10 3
The average page views from visitors coming from
organic/viral sources compared to paid was double.
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11. Percent Avg Time Avg Score Avg Page
New on Site Avg Exit Score Delta Views
FB Viral 69.5% 170 23 16 6
FB Paid Click 84.0% 142 12 10 3
Organic Search 67.4% 223 31 21 5
Paid Search 70.1% 250 30 21 5
The average time spent on site from organic search
compared to organic/viral Facebook was 25% greater. The
average exit score of paid search ads versus paid Facebook
ads was 60% greater.
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12. Avg Time Avg Exit Avg Score Avg Page
on Site Score Delta Views
Non FB
Retargeting 244 87 19 5
AdEx FB
Retargeted 352 70 19 5
The average time spent on site from Facebook retargeted
display compared to standard retargeted display was 30%
greater.
But, Non Facebook retargeting was more effective at
driving buying propensity
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13. Contingency Analysis
% of Return
Visits Direct Facebook Search
New Users FB Fan Page 29.3% 65.75% 19.18% 15.07%
FB Viral 16.7% 52.02% 43.30% 4.67%
FB Paid Click 32.7% 69.55% 7.82% 22.63%
Organic Search 47.3% 42.16% 0.39% 57.46%
Paid Search 45.0% 41.60% 0.15% 58.24%
New Users from the Search Channel were more likely to
return to the site.
Users are very channel centric, they return from the first
channel they experience.
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14. Cost per Unit of
Buying Propensity
Session Cost per Unit of adjusted by Return
Tracked Buying Propensity Visits
Paid Search Ads 54997 $0.029 $0.065
FB Ads 886 $0.026 $0.080
Retargeting 5885 $0.014
Cost per Unit of Buying Propensity is nearly equivalent,
but because FB Ad users return less frequently to
complete their buying journey. As such, paid search
remains 23.4% more effective at driving the user to
conversion.
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